What makes Icelandair so great? It offers 'nonstop flights to the northern lights.'?
Our challenge? Increase awareness and consideration of Icelandair by sharing this message via a media campaign that strategically leveraged specific market nuances to better connect with the audience.
We discovered males and female travelers, ages 25+, like to envision the end destination when researching travel purchases along with receiving the key pieces of information (price, flight time, connections, etc). Additionally, we uncovered that the audience in the key markets (Seattle, New York City, Denver, Washington DC, Toronto and Boston) have differently levels of familiarity with Icelandair. With these findings in mind, our media team developed a multi-market campaign that:
- Tapped into consumer's inherent desire for travel by visually delivering benefits of Iceland
- Tailored executions to suite each market's needs based on available opportunities, budget considerations, and target's behaviors, interests and travel plans
- Combined OOH advertising with digital elements to provide a multi-touch point approach
For the online advertisements, the strategy was smart reach with high impact and engagement.
We deployed mobile ads to connect with consumers whenever and wherever they were searching.
The OOH placements were high impact experiences ' wrapped subway cars and huge advertisements inside and outside of stations.
Consumers loved the campaign. Tweeting things like 'the strategy of plastering a PATH train car with an ad campaign worked on this fool. I want to go to Iceland. #Icelandair'?
Through a baseline and post-campaign brand health study, we discovered a substantial increase in awareness, consideration and purchase intent.